The Digital Delusion online advertising planner worksheet template 2014 05

The Digital Delusion – Online Advertising Planner Worksheet

Prepared by:

Doyle Buehler

Online Advertising Planner Worksheet The Online Empire Project Frame 7: Advertising & Analytics


Building Online Influence For Business Growth Online Advertising Planner Worksheet The Online Empire Project Frame 7: Advertising & Analytics Prepared by: Doyle Buehler January 2014 1 300 681 911 [email protected] www.TheDigitalDelusion.com


Online Advertising Planner Worksheet Online advertising is a critical component of a proper online platform for your business. A successful campaign requires a number of key understandings, in order to be able to work properly and in symmetry with your existing business. Advertisements can be extremely targeted, in order to capture specific people that are interested in what you have to offer. Here are some of the key components that need to be understood, prior to engaging in any online advertising campaigns.

Day By Day - Building an Online Breakthrough For Your Business The Online Empire Project Methodology is a step-by step process that helps simplify some of the complexities of business online. It is not magic, just a process or framework that helps align and integrate all of the key elements of your online ecosystem. It requires a new look at how you accomplish things online, and how you integrate these activities into your current business. Our methodology is not about starting from scratch, but rather putting the pieces that you already have, into a manageable and executable program that works for your business. The answers and details come from how your current business operates and implements. We simply provide the structure and framework to make your business function online, better.

Frame Focal Point

Theme Core Criteria and General Activities To Complete

1 Discovery Online Empire Building “Disco” Discovery and

Strategic Alignment

• Audit and Understanding of Current Capabilities • Establishing a strategic architecture • Social media strategy review and questionnaire • Social Media workshop review • Customer identification and discovery

2 Content Strategy

Content Planning, Creation and

Development. Words still “Rock”

• Building Your Story online • Designing your content • Scheduling, Timing & Delivery • Concurrent Needs of SEO • Press Releases and Media development

3 Social & Social Networking and • Channel Prioritization and Selection


Sharing Sharing. There’s more than just ‘The’

Facebook.

• Channel set-up and establishing your foundation • Channel strategies to get maximum value for your business • Cross channel propagation • Coordinating and scheduling your content.

4 Video & Visual Content

Video & Visuals. Hollywood & the

Paparazzi goes online

• The importance and ease of video • How to create video content • Creation & Production • Key Performance factors • Webinars to successful businesses • Placement of video channels and cross promotion • Setting up your SEO Requirements • Usage and placement of images • Technical requirements of images • Importance of image types • Creation and sizes • Management of images and sharing

5 Website Alignment

Website Alignment & Congruency. Create and evolve your web

presence

• Understand and implement website goals • Restructure site as needed for “gifts” and “product for

prospects” • Create congruency • Embodiment of proper sales funnel • Back-end SEO • Content Development

6 Online Lead & Traffic Strategies

Online Lead Strategies. How to

create the sales funnel that works.

• Lead Development – Ascending Transaction Model • Webinars as lead generators • Product development in the online environment • Social Networking advanced lead generating strategies • EDM activities and list building • Content distribution in your lead generation • Effective Online Sales funnels • Affiliate Marketing

7 Advanced Online Strategies

Advanced Online Empire business

building strategies and tactics. Advertising,

Analytics and Dashboards

• Online media buying and advertising on Google adwords, Linkedin & Facebook

• Content channels to expand your reach and your control • Online Response strategies • Analytics & Measurement • Measurement, Tools & Dashboards to use to control your

online influence and response

This underlying process allows businesses to leverage what they have online, while future-proofing their business, through a solid platform and framework. It allows businesses to focus on the important parts of online, and cut through the clutter and confusion of what you need to do, and when you need to do it.



Name

Website

Campaign Name/Identifier

Expected Campaign Run Dates

1. Advertising Network Requested

___ Google Adwords ___ Bing ___ Yahoo ___ Facebook ___ Linkedin ___ Youtube ___ Other _____________

2. Approx. Budget Spend

$/Day ______ $/Week ______ $/Month _______

3. Type of Advertising Spend

___ ROI (CPC) ___ Branding (CPM) ___ Retargeting

4. Approximate Campaign Timeline

Start Date End Date


5. Landing Page Details (as required). For example, will you be using a new landing page, or making changes to an existing landing page. What kind of structure would it need to have? Is it a product page or a general information page? It is imperative to have a landing page that is consistent and congruent with the actual advertisement as well. It also should have the same look and feel of your brand experience, whether that is in the words you use, or the images that you have for both visual ads, as well as for the landing page.

Please describe your landing page:

Landing Page Links (what page or pages will traffic be directed to):

6. Main Campaign Marketing Message


7. Associated/Related Keywords (top of mind)

8. Ad copy and/or Banner Image Concepts (detail)

9. Target Customer

Customer Profile/Persona Customer Behaviours

10. Selected Banner Images (sizes)

___ Vertical rectangle: 240 x 400

___ Mobile leaderboard: 320 x 50

___ Banner: 468 x 60

___ Leaderboard: 728 x 90

___ Square: 250 x 250


___ Small square: 200 x 200

___ Large rectangle: 336 x 280

___ Inline rectangle: 300 x 250

___ Skyscraper: 120 x 600

___ Wide skyscraper: 160 x 600

___ Half-‐page: 300 x 600

___ Large Leaderboard (970x90)

11. Banners To Be Supplied

___ By Client ___ In-‐House ___ 3rd Party _________________

12. Advertising & Campaign Goals & Outcomes/Objectives

13. Expected (Draft) Marketing Copy

14. Specific Products/services that you want to advertise


15. Other Campaign Support Questions

Are there any seasonal variations in your business? If so, when, and why?

Do you offering or discount/promotion on your product?

Do you have competitors in the market for advertising of your products/services? If so, please specify.

What is your overall competitive advantage? Why do/should people buy from you, as opposed to your competitors?

Do you have any slogans or sayings that you use on your site or in existing marketing materials?


16. Other Campaign Notes


Maximise Online – Next Steps ACTION Plan It is here that you will be able to better leverage your full business capabilities online.

1. Build and create a digital online strategy and ensure that it “fits” 2. Conduct the content development workshop 3. Develop and implement the various social channels 4. Develop additional content through videos and visuals 5. Align the website with any incremental changes for sales funnel 6. Enhance your sales funnel activities 7. Complement your full digital platform with selective advertising, a sound

analytics, and a proper dashboard to monitor and manage all of your online activities

There has never been a better time to build and grow your business online. Now is the time to put a full plan and infrastructure in place to better be able to manage the online process, to allow you to manage your time, money and resources more effectively. Prepared by: Doyle Buehler January 2014 1 300 681 911 +61 (0) 413 106 880 [email protected] www.TheDigitalDelusion.com

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The Digital Delusion online advertising planner worksheet template 2014 05